Check out our list of do’s and dont’s to help navigate the tricky world of ad trafficking. Trial and error is time-consuming and it can cost you business and compromise your revenue. Our resource is a helpful guide to retaining revenue, fulfilling all your campaigns, and maintaining the satisfaction of your advertisers and agencies. By using our checklist for every campaign, you won’t succumb to the pitfalls of ad trafficking; whether you are an ad trafficking veteran or new to ad ops, our checklist is a handy resource to which you can always turn!

The “Do’s”

  1. Make sure all orders and line item data, entered into the ad server, precisely match the IO (naming conventions, advertiser/agency, line item values, CPMs, creative, geo/demo etc)
    1. When running multiple indirect partners (network, SSPs, exchanges) check network settings, priorities, passbacks scheme, frequency capping, & CPMs.
  2. Prior to booking campaigns, check available inventory. Once campaign is sold, immediately reserve ad server inventory.
  3. Place all new creative/tags on a designated test page,  that mimics your live environment, for thorough QA.
  4. After campaign launch, check the ad server within 1 hour to confirm impressions are serving & clicks are tracking.
  5. Check 3rd party system, at least 24 hours after launch, and compare deliverable data with 1st party ad server.
  • Take screenshots and send to advertiser/agency immediately following launch.
  • Set up weekly 1st and 3rd party automated reports .
  • Set up campaigns to deliver “evenly” throughout the campaign duration (unless otherwise directed by the advertiser/agency).
  • Approve all “performance optimizations” with advertiser/agency prior to making adjustments within the ad server.
  • Be proactive in pointing out campaign performance “highlights” and “lowlights” with advertiser/agency and provide suggested optimizations.


The “Dont’s”

  1. Do not activate a campaign and let it run on “auto-pilot”.
  2. Do not set up “indirect” advertising as guaranteed inventory.
  3. Do not make revisions or optimizations without a new IO.
  4. Do not serve 3rd party tags without testing.
  5. Do not assume the agency/advertiser/network’s creative is up to spec.
  6. Do not take any “shortcuts” when setting up campaigns. (i.e. do not group line items, orders, impressions, and/or creative within the ad server)
  7. Do not “open up” a campaign to deliver in full. Optimizations should always be approved prior to making adjustments.
  8. In the case of “under delivery”, do not assume the advertiser/agency is aware. Instead proactively reach out to provide a “make-good” and “bonus” impressions.
  9. Do not let creative run if it is affecting user experience in any way.
  10. Do not set up an interstitial or pop-up without a frequency cap